Sony MAX launches culturally driven on-ground campaign for Laalo

Bringing regional storytelling to the streets of Mumbai, MOMS Outdoor recently executed a distinctive on-ground activation for Sony MAX around the television premiere of Gujarati film Laalo, which aired on May 17, 2026. 

Designed to build visibility and connect with culturally aligned audiences ahead of the premiere, the two-day campaign transformed a traditional autorickshaw into a moving brand experience inspired by the spirit of the film. Wrapped in Laalo’s creative identity and elevated with a striking peacock feather installation mounted on the roof, the branded auto travelled across carefully selected Mumbai locations, capturing attention and celebrating the film’s Gujarati roots. As part of the campaign, the agency also facilitated an exclusive content shoot featuring the film’s star cast and director, adding authenticity and strengthening audience engagement around the premiere. Through a blend of hyperlocal insight, visual storytelling and experiential outdoor execution, MOMS Outdoor created a campaign that extended beyond traditional promotion, turning everyday city movement into a meaningful touchpoint for entertainment audiences. 

Commenting on the campaign, Jayesh Yagnik, CEO, MOMS Outdoor, said, “Campaigns like these go beyond visibility, they create familiarity and emotional connection. With Laalo, there was a strong cultural warmth and community spirit that naturally reflected in the execution as well. Taking the film through neighborhoods and spaces where its essence already resonates made the experience feel far more organic and meaningful.”